How to write a compelling banner ad message 

In my previous blog post, I discussed the elements of a good banner ad. Next, I want to dive into the banner’s advertising message itself. What should be considered in the design? How do you blend the banner message into your advertising strategy?

Environment

Sadly, I often see newspaper ads or outdoor advertisements are copied directly into the online world as a banner. I would argue that this rarely produces the desired result. 

In the digital world, people surf at a fast pace, and there are many stimuli. This means that a banner has only a few seconds to convey a message. That’s why a digital banner message should be short and to the point.

Banner format

Advertisers should often make banner messages in several different sizes. The message can be longer in large formats and contain more information as there is space for it. But the banner must not be too big on the screen of a computer or phone.

However, if you are talking about a small format, the message should be concise because otherwise, A: it won’t fit in the banner B: the text size will be reduced so much that audience cannot scan it quickly. So always consider the size of the banner when designing your message.

In a static banner, the message is visible all at once. However, if you use moving elements and the banner has, for example, several different views and the texts change, you can split the message. 

But be aware that the audience may not wait long enough to see the full ad. So, even at this stage, the message at the beginning of the banner should be exciting and convey the most relevant information.

Copy

The message or copy of the ad is the most important element of the banner. Summarize the message headline in a short and concrete form. 

Is there something you can promise? What are the exclusive benefits? It’s worth doing some competitor research: how do your competitors advertise, and what do they promise their customers? How can you positively differentiate yourself from them?

The most effective way to find a compelling message for a banner ad is through testing different alternative messages. There are often messages that are the result of months of A/B testing those results in huge sales.

The advertising strategy will guide the banner design. In new customer acquisition, the goal is to increase awareness. Think about how to get your audience interested and independently looking for more information about you.

In remarketing, you want to remind, return the visitor to your service, and ultimately take the next step, e.g., send a contact request. At this point, the visitor already knows who you are. So, you can focus on concrete promises. 

For example, can you offer a coupon code for your online shop or tell them how easy it is to contact you via your chat service?

Know your audience

When remarketing, you should use all the information you already know about your target audience. What websites have they visited? Have actions they already taken on your site, such as abandoning a shopping cart? 

Use this information to remind the audience about their previous actions and encourage them to move on.

Knowing your audience also applies to new customer acquisition. Think about who are your current customers? Go through the frequently asked questions, pick out the most common barriers to purchase, and tackle them early on.

Are you planning to start banner advertising or want to improve what you’re currently doing? Contact us, and we’ll be happy to help!

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